In the identical vein as your web site and social media platforms, the Guest Directory might be simply as beneficial when it comes to functioning as your ‘store window’ – demonstrating the breadth of your providers and provide, boosting visitor engagement, enhancing the visitor journey and, crucially, driving ancillary income. While traditionally it has served as a simple in-room paper information with sensible info on resort services and insurance policies, with the advance of cellular expertise it has been remodeled right into a dynamic, digital device.
However how can hoteliers harness its potential to maintain friends knowledgeable and drive engagement with the resort’s providers? Graham Rushin, VP Gross sales and Advertising and marketing for IRIS, main supplier of cellular ordering and digital visitor listing options, outlines his high ten suggestions and methods to reaching success with an all-in-one complete digital resolution:
- Digitise it to make it extra seen and accessible
Of their paper format, visitor directories have historically been the mainstay of the resort room and reception desk which restricted accessibility and engagement. Not so when transferred to a digital format. QR codes positioned in seen places all through the resort (bedrooms, lifts, F&B shops and lobbies for instance) make sure that not solely is the visitor listing available for friends to entry on their very own machine, it is usually accessible at a time and place when and the place they want it. Immediately enhancing their expertise and lowering any friction brought on by having to attend for info they could want instantly, like ordering a taxi.
- Feed it to maintain it alive!
One of many key benefits of a digital visitor listing is the flexibility to amend and replace in actual time in order that any and all content material is related and correct. From adjustments in opening instances and menus to costs and repair gives, the extra correct the knowledge, the extra friends will probably be reassured and inspired to make use of it so make sure to hold it up to date. Workers may also entry it as a reference device for the newest info. Likewise together with interactive, direct reserving hyperlinks to room service ordering or the spa makes it simpler to e book for the visitor and simpler to drive ancillary income for the operator.
- Highlight extra providers and upsells
While friends are in-situ and interesting together with your property the visitor listing may also perform as a strong gross sales device when throwing a highlight on extra upsells accessible, together with late check-out, room upgrades or present and future promotions together with seasonal gives. Your friends are a captive viewers so make sure to promote extra providers and upgrades accessible to them that may improve their keep and their spend.
- Spotlight the local people
Many operators recognise the advantages that partnering with native companies and points of interest brings – from elevating model consciousness to attracting new friends and as soon as once more, growing income. Ensure that as soon as you’re taking the time to ascertain a partnership and visitor provide, for instance a two-night package deal that features tickets to the native theatre present or tour of the native space, it’s readily seen and bookable inside your visitor listing. There may additionally be scope to develop your partnership income by negotiating commissions on bookings that assist native companies or points of interest. Enhancing the visitor stick with extra, added-value experiences from the encircling space can encourage repeat bookings and repeat income and all of those experiences might be accessible and promoted within the listing.
- Showcase In-Room Eating and Particular Menus
F&B is a mainstay for travellers so utilise your visitor listing to showcase your cellular eating menus and choices for in-house eating. From room service, foyer and pool deck menus to your a la carte restaurant and occasional store. Moreover, you’ll be able to spotlight speciality dishes, chef-curated tasting menus, or seasonal objects, pairing ideas and promotional gives. All showcased to tempt friends to order on-line and drive in-situ gross sales.
- Concentrate on wellness
Spas and well being golf equipment are a beneficial income channel and as many friends have a keener focus than ever earlier than on well being and wellness, make sure to cater for this demand inside your visitor listing. Embody particulars of spa remedies in addition to any health club or health timetables and wellness packages that may work to drive future bookings and revenues.
- Promote your promotions
In the identical vein as selling particular F&B, spa or native companion gives, be sure to give attention to upcoming occasions and particular gives and providers that may improve your visitor keep, add worth to the general expertise, enhance loyalty and drive ancillary income for present and future bookings. This would possibly embrace champagne on arrival and a limousine service to the native theatre as a part of a VIP package deal. Keep in mind to maintain promotional content material present with particulars of reside availability and costs.
- Reward loyalty
As soon as once more, conserving in thoughts that your digital visitor listing can and have to be utilised as your store window, it can be used to showcase and assist your loyalty programme. Embody particulars on the programme and its advantages, and encourage membership engagement and sign-up with instantaneous advantages or gives reminiscent of late check-out for brand spanking new members or a reduction on their subsequent keep.
- Toast the season
Together with particulars of any seasonal F&B menu gives, cocktails, particular gives and occasions can encourage friends to plan forward, e book and drive your income. Whether or not or not it’s group social gathering packages for Christmas workplace events, household pantomime bookings or summer time mini-breaks for {couples}. All might be showcased and made bookable through your on-line visitor listing.
- Socialise
Working hand in hand with the web site are social media channels which at the moment are a useful a part of any hotelier’s gross sales and advertising technique. To boost consciousness and encourage friends to have interaction guarantee your social media channels are listed and linked to allow them to simply comply with and share your posts and information to a wider viewers.
To search out out extra about how IRIS can elevate your visitor listing and your revenues please go to iris.net/guest-directory
